SBD/3/Sponsorships Advertising Marketing

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  • 125TH COLLEGE FOOTBALL ANNIVERSARY LOGO GAINING POPULARITY

         The logos that have appeared on college football jerseys
    this season commemorating college football's 125th anniversary
    were developed by the sports marketing company AdCraft
    Associates.  PageNet of Oklahoma and Bryan Foods have agreed to
    pay an undisclosed amount to use the logo.  PageNet has billed
    itself as the "official paging company of college football's
    125th anniversary celebration."  The following manufacturers have
    been duly licensed to make and market 125th Anniversary
    merchandise: DeLong Sportswear, Fotoball, Gear for Sports, Hunter
    Manufacturing, John Holladay Graphics, George Nathan &
    Associates, Russell, Sahara, Shadowox, Team Edition and Wilson.
    Nearly 500 of the 681 colleges playing football at all levels are
    wearing the celebratory patches (AdCraft Associates).
    

    Print | Tags: Wilson Sporting Goods
  • ANDERSEN AFTER INT'L BOOST FROM WORLD CHAMPIONSHIP OF GOLF

         Andersen Consulting's three-year deal to be the title
    sponsor of the new World Championship of Golf is a major
    component of the company's $10 million image-building campaign
    next year.  The Championship, a joint venture with ABC, ESPN, and
    International Sports & Entertainment Strategies (ISES), will run
    from March to December and be played in Spain, Japan, the U.K.,
    and the U.S. "Through its title sponsorship, Andersen will air
    300-315 30-second commercial spots."  Davd Bassin, Adnerson's Dir
    of Advertising: "We are becoming increasingly global and so are
    our clients.  Therefore we felt this was perfect for us."  ABC,
    ESPN, and ISES have begun looking for more "presenting" sponsors"
    and "official suppliers" for the Championships.  Sources say the
    price tag for a presenting sponsor is about $1 million (Langdon
    Brockinton, INSIDE MEDIA, 11/2 issue).
    

    Print | Tags: ABC, ESPN, Walt Disney
  • DORITOS CHIP TO BIG BIGGER AND HAVE A MORE "INTENSE" TASTE

         PepsiCo's Frito Lay division, Doritos, is spending $50M to
    "jazz up the corn chip" in the costliest redesign in Frito-Lay's
    history.  PepsiCo VP of Tortilla Chip Marketing Roger Berdusco
    said the change is a response to "what people tell us they want":
    "People told us they wanted bigger chips and a more intense
    taste."  The January introduction of the new Doritos will
    coincide with a new advertising campaign by BBDO New York that
    will include the Doritos sponsorship of the halftime show of
    Super Bowl XXVIII and sponsorship of the Final Four in March
    (Glenn Collins, N.Y. TIMES, 11/3).
    

    Print | Tags: BBDO, PepsiCo
  • HOTTEST GAME ON WHEELS -- ROLLER HOCKEY SEEKS SPONSORS

         Roller Hockey International (RHI) has hired EMCI, a
    Stamford, CT, entertainment and sports marketing firm to sell the
    league's corporate media/merchandise packages. "The idea is to
    try and land one title sponsor and four to five exclusive
    participating sponsors."  For the price of $1.5M, the RHI title
    sponsor will receive heavy media time on ESPN and ESPN2, as well
    as signage opportunities with their corporate logo on the center
    playing surface and on players helmets and uniforms.  The league
    hopes to extend its contract with ESPN after the '95 season and
    expand into such cities as Cleveland, Houston, Washington, and
    Dallas.  Average attendance for the year's contests was 4,500,
    and RHI has signed licensing agreements totaling $2M for such
    products as hats, T-shirts and jersey's.  RHI COO David McLane
    estimates that 5 million kids are playing roller hockey in the
    streets and in amateur leagues.  McLane: "Like basketball, our
    roots are in the streets.  We are strategically positioned to be
    the sports of the '90's" (Brockinton & Reynolds, INSIDE MEDIA,
    11/2 issue).
    

    Print | Tags: ESPN, Walt Disney
  • MARKETPLACE ROUND-UP

         PROSTAR Entertainment Network has "locked up two sponsorship
    deals for its national network of 700 sports bars, nightclubs,
    hotel lounges, and taverns."  PROSTAR, the subscription based
    closed-circuit and pay-per-view distributor, said Turner
    Publishing and Nabisco (A-1 steak sauce) have made "national buys
    on the network."  PROSTAR "transmits 16 hours of satellite-
    delivered programming daily" (INSIDE MEDIA, 11/2 issue)....Golf
    manufacturer Mizuno Corp. will liquidate its units in the United
    Kingdom and Germany, citing severe competition in the European
    market....Karsten Manufacturing Corp. founder Karsten Solheim and
    his wife, Louise, are the recipients of the '94 LPGA's
    Commissioner Award (GOLFWEEK, 11/3 issue)....Lexus will be the
    sole sponsor of a 32-page section within Vintage Golf World, the
    Nov. 25 special issue commemorating the magazine's 45th
    anniversary (INSIDE MEDIA, 11/2 issue).
    

    Print | Tags: LPGA, Nabisco
  • QUAKER OATS COMMITS "CEREAL MURDER" AND PURCHASES SNAPPLE

         "In a deal that will create the nation's third-largest soft-
    drink company,"  Quaker Oats said Wednesday it is paying $1.7B in
    cash to acquire Snapple Beverages.  Quaker Oats Chair-CEO William
    Smithburg characterized the merger as an "offensive move to
    enhance" Quaker's portfolio of products.  Securites Corp.'s John
    Curti: "It's no secret that Quaker was being stalked by both
    Coca-Cola and PepsiCo.  I think there was a defensive strategy
    here" (Ronald Yates, CHICAGO TRIBUNE, 11/3).  By purchasing
    Snapple, Quaker -- parent company of Gatorade -- plans to
    strengthen Gatorade and Snapple sales in markets where they have
    been traditionally weak.  Quaker spokesperson Patti Jo Sinopoli:
    "We plan on taking Snapple where Gatorade has been and taking
    Gatorade where Snapple has been" (Lisa Respers, L.A. TIMES,
    11/3).  The Quaker Oats offer was announced as Snapple reported
    that its third-quarter earnings had "plummeted" 74% to $7M in the
    third quarter (Martin Peers, N.Y. POST, 11/3).  NBR's Nancy
    Seifert called the deal a "cereal murder" for investors, as
    Quaker stock dropped 7 3/4 to 67 1/8.  NBR's Diane Eastabrook
    reports a "fierce" iced-tea war should follow by next summer
    (PBS, 11/2).
    

    Print | Tags: Coca-Cola, PepsiCo
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